SOCIAL MARKETING THROUGH ENTERTAINMENT MEDIA.

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SOCIAL MARKETING THROUGH ENTERTAINMENT MEDIA.

18307. SOCIAL MARKETING THROUGH ENTERTAINMENT MEDIA. This paper reviews the literature on the use and effectiveness of entertainment media as a vehicle to accomplish social marketing. After examining social marketing through entertainment media in the United States, the paper considers entertainment media-based social marketing in the United Kingdom and in a variety of countries in Latin America, Asia and Africa. It is argued that entertainment media (especially TV) can serve as an effective vehicle for achieving social marketing objectives. Public health issues were the most commonly chosen “products” in the entertainment media-based social marketing efforts examined in this review. It is recommended that future research investigate how to best maximize the potential of entertainment media to fulfill a broad variety of social marketing objectives not only in developing countries where media is under close government control, but also in developed nations such as the United States where private media interests dominate. KEYWORDS: social marketing television entertainment public service health. Written 2007. APA Style. 33 pages, 142 footnotes, 38 bibliographic sources. 10,854 words.

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